Another week and that means it’s time for This Week in Location wrap up. A list of articles about location-based services. Here are 41 location-based articles from last week that you may have missed along with a few videos.

If you read the same old tech blogs you’ll think it was a light week in the location space. It was light compared to the last two weeks as everyone catches their breath and move forward from the Facebook Places announcement but the location industry was very much active this week as ever. Over the last seven days two of the very first location-based services announced check-in rewards/specials. Brightkite teamed with McDonald’s and Visa and Loopt announced a deal with Virgin wich equaled their fifth largest day ever. Also this week the creators of MyTown, Booyah’s new InCrowd iPhone app was released. InCrowd was first announced during the Facebook Places announcement. My thoughts so far on InCrowd? It’s not for hardcore check-in users. It’s more like an avatar game made for kids who want to check-in, IMHO. Perhaps the biggest news last week was a report saying Location-Based Marketing To Reach $1.8B In 2015 and you wonder why we started TriOut? Speaking of TriOut founder @LawPowerposted this week about the future plans for the service along with more version two features. So was it a slow week? No, to catch up here are 41 location-based articles from last week that you may have missed.

Looking back at the last seven days there was no where near the amount of location-based news as there was last week due to Facebook Places announcement but there still was plenty of buzz floating around the location industry. One location-based service this week did stand out over the rest, even the blog/media giant Foursquare and that service was SCVNGR. From the Techcruch post about their secret game mechanics playdeck to their new AT&T partnership. SCVNGR is one LBS to keep an eye on. Not to be left out of the spotlight this week Foursquare updates their Mayor algorithmic and Foursquare founder @Dens was misquoted saying Facebook Places is boring. Yelp also made a little news this week by announcing their group deals as they try to keep up with not only the other location-based services but Groupon too.

Another location-based service called Foodspotting received funding this week and TriOut continues pound away with version two of their much anticipated iPhone app with another video sneak peek. Also this week we saw two location twitter hashtag community chats launched. One called #GEOChat and the other @LBSChat. GeoChat is held on Tuesday’s at 2:00 P.M. and #LBSChat on Thursdays’ at 9:00 P.M. Here are 52 location-based articles and videos you may have missed from last week.

What a week for the location-based space. It could be summed up as Facebook Places vs. The World in the battle for check-in supremacy. It could also be described as how Facebook Places want to be the check-in hub for location-based apps. Regardless almost everyone had an opinion about how Facebook Places would either kill Foursquare, Gowalla, yelp and other location-based startup, honestly I think most are wrong but that’s another blog post. Soon after Facebook Places was announced people were blogging about deleting their other location app profiles and more.

Before Facebook Places was announced Barcode Hero and Shopkick was launched and TriOut was showcasing more of their upcoming version two features but by the end of the week the web was still debating the value of Facebook Places. Here are 57 must read location-based articles plus videos from last week.

SXSW Interactive in the past has been known as THE conference to launch new startups and have conversations about what will be the next big thing. In 2006 Twitter was launched at SXSW and Foursquare was launched at SXSW 2009. This year at SXSW 2010 some said it was over crowded and too many social media topics lacking the interactive geek flavor it once had. There were also a lot location-based panels featuring Brightkite, Gowalla and Foursquare with Mapquest and Yelp tagging along. Since March 2010 the location space has truly exploded and moved out of the geek tech bubble of will this work and become main stream to now everybody is trying to cash in on the check-in race.

Scanning through the panel picker for SXSW 2011 I found at least 58 geo, check-in, location-based panels submitted. Some of the panels are from founders of location-based apps such as Josh @JW from Gowalla and/or part of one such as Heather from @whrrl. Others are submitted by marketers, agencies and location-based fanboys. Knowing what happen at SXSW 2010 and despite being a location-based geek/ partner of TriOut a location-based service, I decided to skip submitting a location-based talk and submit a talk on diversity. A topic SXSW asked for more submission on. You can vote for it here “Exploring Lack of Diversity In the Technology Industry”

If you’re planning to attend SXSW 2011 I suggest you carefully read through the 58 panels GEO/location-based panels below and vote for the ones you would like to see present at SXSW Interactive 2011.

Casey Petersen, Murphy Oil USA
With the growing popularity of Location Based Apps, how can retailers profit off of “check-ins” at t… READ MORE With the growing popularity of Location Based Apps, how can retailers profit off of “check-ins” at their locations? Restaurants and bars have found some success in specials for check-ins, but many retail stores struggle to find a way to implement Location in a meaningful way. This panel will discuss: * Success story from Murphy USA Gas Stations on uses of location to increase customer engagement, customer loyalty, and online buzz. * Which special offers work, and how to implement them in ways that actually work at the register * How Location Based Services like Whrrl are adapting to provide great offers to users, and value to Retailers * Profiting – Using LBS to continue to engage and draw in repeat business – Getting vendors and suppliers to pay to market at your locations Branding / Marketing / Publicity location, promotions, retail

Sam Altman, Loopt
Grassroots movements, flash mobs and now group purchasing–they all have an intimate relationship wi… READ MORE Grassroots movements, flash mobs and now group purchasing–they all have an intimate relationship with location; it’s the linchpin that ties the movement together. For some time now, advertisers have tried to say “Go here. Buy this. Do it now.” But as consumers, we’ve been pretty reluctant to give in easily—there’s always another holiday for a car dealership to celebrate, and a liquidation sale at a furniture store just doesn’t motivate us anymore. Flash mobs, grassroots movements—they have been exceedingly difficult to create. They’re purely organic movements, born out of internet chatrooms, with a bitter reaction to rigid organization. The holy grail—a sudden influx of consumers—has always been just out of reach for most businesses. But more and more, brands are finding interesting ways to cultivate flash mobs of their own. Location based services play an important role in aiding these movements. Whether it be group purchasing sites created around local communities or mobile check in apps with flocks of users descending on a bar or restaurant, new tools continue to emerge for businesses and brands to create their own mobs. We’ll look at what tools are available for building mobs and how they are being focused towards completing a specific action. We’ll envision what tools have yet to emerge. And we’ll explore the delicate balance between pushing an action or a message while maintaining the organic feel that characterizes these movements. Geolocation flashmob, location, Social Networking

Andrew Weinreich, MeetMoi
Online dating has, since its inception, been primarily about people sitting in front of their comput… READ MORE Online dating has, since its inception, been primarily about people sitting in front of their computers, endlessly composing and perusing (often highly contrived) profiles, hoping to find the right combination of words and flattering photos to lead them to true love. Location-based technology in mobile phones (both browser-based and apps) means that dating can make its way back to the streets. New services like MeetMoi and others put the dating back in digital dating, facilitating introductions to like-minded singles within a certain proximity. This panel will address: 1) what privacy concerns need to be taken into consideration when people begin meeting IRL through this technology? 2) Is a check-in based model, like Foursquare, or persistent-location, like Google Latitude, the best format for mobile dating? And 3) how do daters change the way they present themselves when their potential paramour may be right around the corner? Location-based dating is the future of online dating… and it’s about more than just hookups with the new technology that increases the “intent-to-date” among users. Now that people read books on their iPhone, keep their entire music library on their BlackBerry, and use their Android to house their entire family photo collection, why wouldn’t a mobile phone become a personal matchmaker extraordinaire? Geolocation Dating/Relationships, Social Networking

Dean Terry, University of Texas at Dallas
The mobile experience is about context and to date we are “checking in” to a very limited layer … READ MORE The mobile experience is about context and to date we are “checking in” to a very limited layer of context: the consumer layer. What this panel explores is geoexpression: the imaginative layer. What are the creative uses of geotools? What new tools might allow us to express ourselves in relation to place? Fictional characters and places live in books, films, and games but what if they lived in the real world, as part of the mobile experience? What if you could “check in” to an imaginary places, characters, and story lines? How might we creatively invoke the nether-places where we spend much of our time – traffic jams, parking lots, security lines – that stand in sharp contrast to the officially sanctioned check-in spots? How might we turn locative media from gimmicky Entertainment coupon books and glorified historical guidebooks into platforms for renegotiating space and telling stories? Place-based transmedia probes real/fictional boundaries, enhancing the experience of place by creating imagined states in real world locations. This approach turns a consumer-based model of mobile computing into an authorship-based model. In this presentation we look at examples of place based storytelling, art and big picture ideas about location and place as they relate to creative expression of culture. We will map the creative side of context, navigating real, imagined, and in between spaces. Geolocation art and technology, place, storytelling

Micki Krimmel, NeighborGoods
Americans are increasingly turning to high tech tools to recreate the small town experience. Join us… READ MORE Americans are increasingly turning to high tech tools to recreate the small town experience. Join us for a discussion with pioneers of local tech to learn about how location-based technologies are connecting people to create the next generation economy and a more engaged citizenry. We’ll cover tools of the trade, best practices and give you tips on how you can infuse place into your project. Finally, we’ll envision what the ideal connected neighborhood might look like in the future. Geolocation community, location, neighborhoods

Rob Gonda, SapientNitro
Defined as using large mashup of data services to enable amazing experiences through mobile devices…. READ MORE Defined as using large mashup of data services to enable amazing experiences through mobile devices. What’s not digital nowadays?! Mobile is replacing the pc and becoming that unique personal technology gadget that no one lives without — and with it, comes connectivity, content, productivity, and entertainment. The magic is that mobile links the gap between digital and real world, extending experiences, and more importantly, making is easy, simple, and intuitive. Foursquare and Gowalla gaining momentum, Twitter added Places, Facebook launched their location based service and integrate with the Open Graph, Google “Me” relies on Latitude, location-location-location. But checking-in requires too much effort… Location will evolve from a reactive engagement to a proactive engagement … background services will be always-location aware. Apps will automatically react to actual location, history, friends, places, and a new set of data source mashups such as weather, humidity, light sensitivity, noise ambiance, and more. If you want to get inspired by innovations galore, this is a session you can’t miss. Mobile / Wireless Facebook, google, Location-based services

Josh Williams, Gowalla
Location-based services (LBS) are continuing to experience exponential growth, however, mass adoptio… READ MORE Location-based services (LBS) are continuing to experience exponential growth, however, mass adoption is making the check-in ubiquitous. Sometimes lost in those discussions about technology and thousands and thousands of check-ins is the secret sauce behind these services – the basic and ever-present human desire to share. Josh Williams, co-founder and CEO of Austin-based Gowalla, will detail why he and his team have been looking beyond the concept of simply checking in at locations — and how people’s interest in sharing where they are and what they’re doing with friends, family, and the public-at-large is a stepping stone on the path to how people will continue to communicate and express themselves. Geolocation location, sharing, social web

Anderson Thees, Apontador
Proposal: to showcase how a company in Brazil aims to leverage 3 major global trends meeting in thei… READ MORE Proposal: to showcase how a company in Brazil aims to leverage 3 major global trends meeting in their backyard: i) geo-location going mainstream; ii) platforms as the model for Internet innovation; and iii) emerging markets gaining relevance globally; Goal: to enable users and businesses with the power of search and location to simplify everyday life, helping people discover what they want, where it is, and how good it is in the view of the public in general and of the people they know. Through its mission to connect people, places and information around you, Apontador puts cutting edge web and mobile technologies to work where life really happens – near you. Challenge: Today, geo-location has gained fantastic momentum, and the number of applications for the technology and data developed in the company over the last 10 years became nearly infinite, almost overnight. To fully explore this unique opportunity, the company is opening its technology and data to external developers through an open API, betting on the ecosystem model. We have a great list of projects. We’d love to do it all, but it is not feasible. So we will provide the tools and let people cherry-pick from it. More important, bright minds elsewhere will certainly come up with applications that are far more interesting an innovative than those we thought of so far. Results: the open platform will go life soon, and by March 2011 we’ll know the results and would love to share it with SXSW 2011 audience… Geolocation geo, Latam, local

Lee Tone, Greene8
The basic function of the mobile app allows customers to see what they’re looking for as an AR point… READ MORE The basic function of the mobile app allows customers to see what they’re looking for as an AR point on the horizon, or be directed to the item by an AR compass. Customers simply type in what they’re shopping for on their smartphone and the app shows them where the item is in relation to where they’re standing and which way they’re facing. The app can even plot an efficient course through the store based on a shopping list prepared ahead of time. The app can be automatically customized by keeping track of customer’s purchase habits, their shopping path and their subjectivity to promotions. The app can change the way a person shops by making their experience customizable and convenient based on real-time interaction. The app is good for retailers (grocery stores, hardware stores, etc.) because it allows them to see what their customers are looking for and how they react to promotional materials and product placement. Ad space can be cultivated in the app’s digital space and ads can be personally customized to each customer based on their purchasing habits. For example, if a customer buys Wheaties every week a suggestion ad can be generated to suggest similar products like Kashi. The app uses Twitter API so that customers can tweet about deals and review certain products, “These apples look delicious and they’re only 5 for a $1.” These tweets are viewed visually with AR markers geo-located to the exact spot the customer tweeted from. Mobile Applications Augmented Reality, Geo-location, iphone

Jesse Thomas, JESS3
Foursquare: sure it’s fun, useful, and addicting, but how can it really work for you? This panel inv… READ MORE Foursquare: sure it’s fun, useful, and addicting, but how can it really work for you? This panel invites foursquare insiders to share some of the secrets on how to make it work for businesses and individuals and what the future of geolocation applications hold. Geolocation foursquare, geolocation, social media marketing

Todd Dipaola, Checkpoints LLC
Once upon a time, interactive advertising was exclusively the domain of online ads. The analytics u… READ MORE Once upon a time, interactive advertising was exclusively the domain of online ads. The analytics unique to the Internet revolutionized marketing efficiencies and monetization rates forever. The marketing magic of A/B testing, conversion pixels and media units like CPC and CPA required tracking tools previously only available on a web-connected computer, and made in-person targeting seem as legacy as the 8-track. But the dawn of open mobile development platforms, location-based services, and codes takes marketing science on a new level. The resulting insights now put us directly into the minds of in-store shoppers, enabling us to turn bricks and mortar advertising hotter than lava. The tool to create real world mass-market experiments and game-changing advances is now literally in the hands of every US adult consumer. Mobile handsets empower permission-based data collection at every stage of purchasing behavior. Evaluating web analytics taught us how to create websites that maximize users’ interaction while minimizing their frustration. Mobile marketing allows us to display diverse offers to users passing by retail locations and immediately assess the most effective offers to get them into the store and maximize interest (and spending!). Multivariate testing in the aisles of Wal-Mart becomes not just possible, but as easy as a barcode scan by a shopper. Targeted closed loop mobile feedback fundamentally personalizes and enhances the offline customer relationship. Advertising LBS, mobile, ROI

Jason Finkelstein, Location Labs
LBS is still a highly relevant subject and given that people are still curious and learning about LB… READ MORE LBS is still a highly relevant subject and given that people are still curious and learning about LBS, there’s an opportunity for another LBS 101 session targeted towards beginners in the space, but this time we can dig a little bit deeper. Some of the topics I will address include: (1) Locating feature phones vs. smartphones — can all phones really be located commercially? How? What are the differences between locating different kinds of phones from a technology standpoint, a privacy standpoint, a functional standpoint? (2) The economics of locating phones — what does it cost? How are wireless carriers and handset manufacturers involved? How are advertisers involved? (3) Types of LBS apps — are downloadable iPhone/Android apps the only LBS apps? What about SMS and voice apps which have a far greater addressable market and potential for ubiquitous usage? (4) LBS app use cases — what are some compelling LBS use cases besides the obvious mobile advertising / marketing ones, e.g. fraud detection, roadside assistance, gaming compliance, security, etc. (5) The future of LBS — who’s using LBS today and who will be using LBS in the coming months/years? With always-on location becoming more pervasive, what new and compelling services will we see? (6) Privacy — how much transparency do end users have when sharing their location? What incentives are being offered to end users to share location constantly? Geolocation Geo-location, LBS, location-based technology

Anders Rosenquist, ZAAZ
What if Dorothy had had access to social, mobile, and location-based services on her journey to Oz?… READ MORE What if Dorothy had had access to social, mobile, and location-based services on her journey to Oz? How would that have changed her experience getting back to Kansas? This panel will explore that very question with the aid of an innovative case study from Alaska Airlines. Location-based services can build customer loyalty, provide value and support a brand. We’ll discuss how the marriage of mobile with social can integrate real world places through mapping and destination content. Connecting conversations based on location, these “mocial” apps can help people like Dorothy understand where to go and what to do during the journey while avoiding the witch, or the perils of air travel. Mobile Applications LBS, mobile, social

Zach Saul, Retronyms
The location-based services market has recently expanded from location-based utilities into the loca… READ MORE The location-based services market has recently expanded from location-based utilities into the location-based entertainment space, and this emerging market provides fertile ground for experimentation with new business models. Foursquare and Gowalla have demonstrated a promising potential business model around competitive check-ins and offers in a location-based social network, but this is just the beginning of the opportunities. There are many other potential business models, including sales to users, virtual goods, technology hosting, location-based advertising, technology licensing and brand promotions. This panel will bring together experts from varied backgrounds to discuss each of these potential business models. Panelists will include developers of geogame technology and their customers: advertisers, technology licensors and brand marketers. The conversation will focus on the business models that the developers see as viable and on the needs of these big customers. We’ll make sure to cover both current and emerging business models, and everybody will make their predictions about the next big thing! Entrepreneurism / Monetization geolocation, GPS, LBS

Kate Imbach, Skyhook
One zillion third party services know your location when you tweet, when you checkin, when you searc… READ MORE One zillion third party services know your location when you tweet, when you checkin, when you search. This isn’t scary – no, my friend – it’s awesome. Because companies are starting super cool projects with large scale location data. Like mapping real-time population density around events, crazy-stimulating traffic data visualizations, and tracking demographic information for advertisers. Location data analysis it will change our lives. Geolocation LBS

John-Paul Walton, Retronyms
This dual presentation will explore common play elements in location-based games. We’ll analyze th… READ MORE This dual presentation will explore common play elements in location-based games. We’ll analyze the popular “Check-In” mechanic (used by products like FourSquare and GoWalla), and take a look at the business and social forces that have influenced its emergence as the popular geo game model. The presentation will compare current location-based products, charting their strengths and weaknesses to identify where we believe large areas of opportunity exist in the market. We’ll evaluate the challenges and untapped opportunities of Geo Games from the technological and design perspectives of the two presenters. We’ll outline how the limitations in location technology can be an elegant part of the game design itself, and how new innovations will help to create richer and more immersive parallel worlds. We’ll describe why we think its time to move beyond “social” Check-In systems, to “true games” that engage, challenge, and stimulate players. Gaming on Mobile Devices geolocation, GPS, LBS

Joe Stump, SimpleGeo
Location-based services (LBS) and adding location as a feature – particularly in the mobile space … READ MORE Location-based services (LBS) and adding location as a feature – particularly in the mobile space – have become mainstream for developers and consumers, growing faster than social networking services and features on most websites, pioneered by Friendster in 2002. How will all these great services use location to make money? While AdMob and a handful of other mobile ad networks have proven they can build a business by adapting a worn-out web model to mobile, they are just the beginning of a far more comprehensive LBS monetization landscape. SimpleGeo has positioned itself as the leading LBS platform, providing ready-to-use location infrastructure to the LBS rush. With the growing demand for location knowledge, both large and small companies alike are looking for ways to access location data. Instead of spending months to build their own infrastructure, SimpleGeo equips these companies with a platform overnight. Anttenna has evolved the tired, web classifieds model into a faster, smartphone-powered service with Twitter-sized listings, geo-tagging, and real-time in-app chat. Anttenna’s business model weaves together scheduled premium listings, micro-payments, and mobile payments, all of which are strengthened by location. Entrepreneurism / Monetization LBS, Location Based Advertising, Mobile Applications

Christina Coster, CRC Productions
Everyone goes out to events. Every Friday night is an event. How do I get people to come to my event… READ MORE Everyone goes out to events. Every Friday night is an event. How do I get people to come to my event, both offline AND online? Technology has advanced to the point that people are able to interact with your event before, during and after the event – all while on the go. Are you as a brand prepared for the oncoming wave of technologically empowered individuals? How are you embracing them at your events, your competitor’s events, your partner’s events? This panel will delve into the different types of social media services that individuals and businesses planning events can rely on. Location based services and mobile apps will be heavily looked at in conjunction with more traditional social networks like Facebook and Twitter. We will show you how you can embrace and engage your audience leading up to the event by seeding information in these mobile networks as well as pulling out the metrics and analytics after the event. Events don’t just take place the day of the event. They now take place online for a duration before and after. We’ll look into all the different mobile apps you can use for your event including, but not limited to: Foursquare, Gowalla, Scvngr, Foodspotting, Whrrl, Plancast, Hot Potato and PegShot. Don’t think that only formal events are events. If you have a house party then that’s an event. This panel is for anyone who’s ever thrown a party, impromptu or formal. Geolocation Events, geolocation, Location-based services

Andrew Weinreich, MeetMoi
Online dating has, since its inception, been primarily about people sitting in front of their comput… READ MORE Online dating has, since its inception, been primarily about people sitting in front of their computers, endlessly composing and perusing (often highly contrived) profiles, hoping to find the right combination of words and flattering photos to lead them to true love. Location-based technology in mobile phones (both browser-based and apps) means that dating can make its way back to the streets. New services like MeetMoi and others put the dating back in digital dating, facilitating introductions to like-minded singles within a certain proximity. This panel will address: 1) what privacy concerns need to be taken into consideration when people begin meeting IRL through this technology? 2) Is a check-in based model, like Foursquare, or persistent-location, like Google Latitude, the best format for mobile dating? And 3) how do daters change the way they present themselves when their potential paramour may be right around the corner? Location-based dating is the future of online dating… and it’s about more than just hookups with the new technology that increases the “intent-to-date” among users. Now that people read books on their iPhone, keep their entire music library on their BlackBerry, and use their Android to house their entire family photo collection, why wouldn’t a mobile phone become a personal matchmaker extraordinaire? Geolocation Dating/Relationships, Social Networking

Jeremy Wacksman, Zillow
While location sharing check-ins and badges are all the rage of late, many traditional Web businesse… READ MORE While location sharing check-ins and badges are all the rage of late, many traditional Web businesses have been utilizing location-based services to tap into the growing number of consumers carrying pocket GPSs via their mobile phones, transforming the way people connect with their brands. Hear from category leaders (like) Fandango, Zillow, and OpenTable how they are using location to create richer, more relevant interactions for millions of users of their mobile applications, as well as from VCs, that are counting on location beyond social sharing and games to deliver favorable returns in the years ahead. Want to find out how best to integrate location into your business without cannibalizing it? My users aren’t going to check-in, why should I bother? How can location help me make money on mobile? We’ll learn lessons in development and advertising from each of these companies, and discuss how other businesses can capitalize on location in their mobile efforts to enhance the customer experience and increase value for advertisers. Mobile Applications applications, Location Based Services, location-based technology

Walter Elly, MicroArts
Location-based services are here and are revolutionizing the way people experience the world. Events… READ MORE Location-based services are here and are revolutionizing the way people experience the world. Events like Foursquare Day 2010 fueled the growth of this revolution, but we haven’t fully realized the future of what location-based services have to offer. See what the future holds for location-based services. Examine how Foursquare Day went from idea to grassroots international movement in 1 month and what its effects were on the growth of location-based services. Learn how to supercharge the growth of location-based services and realize their future by bringing Foursquare Day to your town or city on 4/16/11, Foursquare Day 2011. Community / Online Community Location Based Services, mobile, Social Networking

Brandon Prebynski, FKQ Marketing and Advertising
What does “Mobile Marketing” mean to you? You have undoubtedly heard the term thrown around a lot la… READ MORE What does “Mobile Marketing” mean to you? You have undoubtedly heard the term thrown around a lot lately. With success rates recently showing higher conversions than that of traditional marketing, email, and social media marketing, this is an area of your strategy that should not be ignored. This session provides an overview of the multiple methods to mobile marketing. Brandon Prebynski (@prebynski), Emerging Media Strategist at a Flordia-based agency, will outline the many ways that marketers can leverage mobile channels to increase leads, drive foot traffic, or increase sales conversions. Mobile marketing channels consist of SMS, MMS, Mobile Browser, Mobile Application, and Mobile Advertising. This presentation details the various ways to build a mobile marketing strategy, deciding which type of mobile marketing is best for your business objectives, what it takes to get started with each type of mobile marketing, and how to grow an audience through mobile marketing channels. As an additional takeaway, Prebynski will provide details on how to leverage social media mobile applications within your strategy to help achieve business objectives. Mobile / Wireless applications, mobile, sms

Volker Hirsch, Scoreloop
80% of the world population has access to mobile vs. only 23% with access to the Internet! Social in… READ MORE 80% of the world population has access to mobile vs. only 23% with access to the Internet! Social interaction has revolutionized (online) digital media as it has opened new demographics and provides for a more compelling and relevant experience for users in addition to opening new tangents for search, recommendations, etc. The transformative power of social context was especially pronounced in gaming (cf. Zynga [“Farmville”] et al. who have grown into large businesses very quickly). The mobile landscape is significantly more complex than the Internet (dozens of platforms, hundreds of distribution channels, hundreds of jurisdictions), and the medium has indeed very different underlying dynamics (screen size and general form factor, input methods, mobility, use cases, etc). It is therefore vital to gain deep understanding about the underlying dynamics of both the medium as well as the users’ approach in using that medium. It is essential to avoid a “Galapagos effect” where certain models only work on limited platforms (e.g. iPhone) or in specific territories (e.g. Japan). Only a fraction of the world’s 5bn (!) mobile subscriptions are on iPhones or are in Japan, and one needs to look to tackle the fragmentation dilemma in order to unlock the enormous potential the largest medium in the world has to offer. This session will show the rationales that need to be applied to understand the medium and will outline paths to successfully address it. Mobile Applications gaming, mobile, social

Adam DuVander, Map Scripting
Ready to make your location-based app the hit of SXSW 2012? Heck, why wait that long? Adam DuVander… READ MORE Ready to make your location-based app the hit of SXSW 2012? Heck, why wait that long? Adam DuVander, author of Map Scripting 101, will show you how to “write it tonight and launch it tomorrow.” Adam will introduce the juicy tools and services now available to turn on the “where” in any website — on desktops, laptops, tablets and phones. Learn how to find any user’s location, make sense of it, store it away or flag it on a map, and find nearby locations with APIs or from your own database. It’s all presented with Adam’s signature good humor and curious CalifOregon accent. Mobile Applications location-based technology, mapping, mobile

Molly Garris, Arc Worldwide / Leo Burnett
Shoppers are getting savvier, armed phenomenal online tools that zero in on the best deals and sort … READ MORE Shoppers are getting savvier, armed phenomenal online tools that zero in on the best deals and sort through ratings and reviews from experts to peers. But now that Smartphones have reached critical mass, shoppers are empowered to seek on the go tools to help them on their shopping mission but we see many brands and retailers under delivering. Let’s examine mobile / social (mo-social, portable social) tools that are helping shoppers and where additional opportunities for brands and retailers exist to insert themselves into the decision process. Mobile Applications mobile, Mobile Consumers, Shopping

Benny Simon, 360i
Mobile barcode tech is red hot – and there are a lot of new players on the scene. Watch David Berk… READ MORE Mobile barcode tech is red hot – and there are a lot of new players on the scene. Watch David Berkowitz play referee as several start-cups duke it out in these interactive session. Which tech has the coolest features and biggest shot at mainstream love? They’ll show you some of their best stuff; you decide and vote. This is a SXSW panel you won’t want to miss. Mobile / Wireless barcode, mobile, tech

David Marcus, www.zong.com
A variety of solutions exist to convert shoppers to purchasers from standard credit card payments to… READ MORE A variety of solutions exist to convert shoppers to purchasers from standard credit card payments to PayPal to CPA offers to mobile payments. Recent innovations within the mobile payments space include new hardware products that allow for physical purchases both from the vendor and from the end-user perspective (such as Square, VeriFone, NFC wallet, etc). Other innovations have linked mobile phone numbers to payments cards lowering the barrier to entry for vendors with smaller margins or larger ticket items. Balancing factors such as customer conversion rates, transaction size, customer demographics, user experience and user demand, the mobile payments market is constantly exploring new options that will further streamline users’ purchasing processes. As the market continues to expand and evolve, what will emerge as the best practices in the mobile payments space? Additionally, as users continue to demand ways to easily purchase digital products such as mp3s, newspaper articles and online donations, what is the next frontier in micro-payments and where does mobile commerce fit in? David Marcus, Founder & CEO Zong, will draw from online payment case studies, customer feedback and additional data, to add to this panel on the current landscape of mobile payments and discuss where the future of the space is heading. Mobile / Wireless digital goods, mobile, payment platform

Rachel Pasqua, iCrossing
There is no such thing as mobile media – or social media for that matter. Rather, the way we use the… READ MORE There is no such thing as mobile media – or social media for that matter. Rather, the way we use the web is increasingly social and our means of accessing it and each other, increasingly mobile. For the next wave of internet users, mobile will be their first – and for many, their only – web experience. Smartphones and tablets are coloring the expectations of tomorrow’s digital generation and understanding the influence of emerging platforms is essential for any brand hoping to stay connected with its audience. Mobile Group Director, Rachel Pasqua leads a discussion designed to help attendees understand the business and technical underpinnings of a successful mobile strategy. Mobile / Wireless applications, mobile, Strategy

Kevin Reeth, Outright
With the advent of geolocation and fantastic payment services such as Square, the future of freelanc… READ MORE With the advent of geolocation and fantastic payment services such as Square, the future of freelancing is about geolocation (the fastest growing freelance job industry), mobile, and cloud based business. How do you get started? How do you succeed? This panel will deal with the foundations of working on the go, including the cloud apps that allow mobile workers to get things done, accept payments and stay organized while working from anywhere. It will also touch on the legal issues, such as taxes, licenses and permits that mobile workers face. Finally, it will talk about how the rise of industries such as geolocation are allowing more and more people to work as on the go consultants. Entrepreneurism / Monetization cloud, freelance, mobile

Lee Williams, Symbian
This year location-based services and augmented reality took the app world by storm. Hear from the f… READ MORE This year location-based services and augmented reality took the app world by storm. Hear from the founders of top apps in these areas on how they were able to predict the popularity of these trends several years ago and create compelling apps that leverage the still cutting-edge technology. During this session, they will discuss what’s next and how mobile app developers can capitalize on new concepts while differentiating themselves from other apps that are being developed with similar premises. These successful app developers will also provide input on how they were able to stand out in a generally crowded market and take advantage of global market opportunities based on current consumer needs and wants in different regions and cultures. Mobile Applications application, developers, mobile

Chris Mirabile, The Hotlist
Location-based services (LBS) mobile apps are hot this year, but even at their tipping point, they h… READ MORE Location-based services (LBS) mobile apps are hot this year, but even at their tipping point, they haven’t yet reached their monetization potential. What keeps the consumer motivation afloat to simply post their location, “check-in” or for businesses to provide location-based incentives when the novelty wears off? How can location service developers benefit from the massive increase in user activity? And, how do you maintain strong UX while monetizing? Users and businesses alike need to see tangible value in order for any LBS mobile apps to be properly monetized. Coupled with exclusive deals and discounts, special events in close proximity and info about nearby friends, the motivation for consumers to use location services appears much clearer. Additionally, LBS’s can shed insight into a business’ traffic and help capitalize on nearby customers by offering various incentives and sales to drive customers through doors. This panel will discuss the monetization opportunities available for LBS mobile apps, how revenue will be created by hyper-local retail establishments and campaigns and how commissions from retailers receiving a sale from provided incentives will drive the greatest ROI. Co-founder/President of The Hotlist Chris Mirabile will speak alongside an exec from a mobile advertising company, an exec from a brand that’s had experience in monetizing location services, an exec from a mobile app developer with a moderator who is an analyst in the mobile space. Mobile / Wireless Location-based services, mobile, monitization

Tina Unterlaender, AKQA
Location-aware applications have been the once and future king of advertising for the past 10 years … READ MORE Location-aware applications have been the once and future king of advertising for the past 10 years or so. Tech-savvy early adopters are driving the popularity of location-centric check-in apps such as Foursquare, Gowalla, and Loopt. But, the novelty has already worn off for the still small numbers of consumers using theses apps, and brands still struggle with how to leverage the power of where. The result – every major player in digital media is integrating location into preexisting products, developers continue to over-engineer location-based features and functions that consumers don’t want, need, or even like. Almost all of these location-based apps are about sharing one’s location in a clumsy and egotistical fashion, or providing basic navigation. Most importantly, the critical demographic groups necessary for real mainstream adoption still don’t know or care about these apps. Mothers, 25-50 with children, DINKY professional couples, and professional men 35-50 still don’t use these apps in numbers that are meaningful for advertisers. A big question is how these apps must evolve to get these key demos involved enough for brands to care. Our panel will explore what brands and real people want, as opposed to what developers can create. For now, consumers and advertisers are still asking, “are we there yet?” as the mobile media industry continues to struggle with how to bring brands, people, and LBS applications together in a way that works for all involved. Advertising Advertising, geolocation, mobile

Nadav Aharony, MIT Media Lab
Social networking, mobile communications, location based services, and data-mining-the-heck-out-of-a… READ MORE Social networking, mobile communications, location based services, and data-mining-the-heck-out-of-all-of-these are the hot topics of the day. However, many of us – as developers, policy makers, corporate executives, and especially as end users, are taking the technologies that underlie these services as a given. It is key to understand what goes on “under the hood” so that we could understand the benefits of alternatives. This talk will cover topics and emerging technologies of sensing, learning, and communication in social systems and communities. This will be approached from two directions: – The first is from “Social” to “Network”: How can we leverage human level properties for improving the way our data and communications networks work? Main discussion will address ad-hoc communications technologies that can use everyday consumer devices to augment the communications infrastructure with new capabilities,. – The second direction is from “Network” to “Social”: How we can leverage information extracted from lower layers of the communication stack and other sensor data to generate meaningful social inferences? How can we use that information to learn about social systems as well as provide actionable feedback? I will also present approaches to implement these types of systems and other data-collection architectures in a user-centric way. Such approaches could better protect the users’ privacy while still providing meaningful data and supporting viable business models. New Technology / Next Generation mobile, Privacy, social

Tero Ojanperä, Nokia
Ever met a friend for a spur-of-the-moment drink just because Foursquare told you he was down the bl… READ MORE Ever met a friend for a spur-of-the-moment drink just because Foursquare told you he was down the block? How about popped into a restaurant in a foreign city because your phone told you that you’d like it? Or got wind of a special product offer at the precise moment you were walking by your favorite store? If you haven’t yet, you will. And your life will be better for it. Here’s the deal: new location-aware technologies recognize where you are and connect you to the people and things that matter to you most. But you knew that already. What you don’t know is what’s next – how the next generation of mobile location-aware services are going to transform how you socialize, shop and experience entertainment in unimaginable new ways. Where a mobile device will know what you like, maybe even more than your best friend. And where you hold a virtual passport to new and spontaneous experiences in the palm of your hand. Dr. Tero Ojanperä of Nokia will lead a panel that propels you into the future of location-based services and gives you a first look at the products and services that will revolutionize how you connect with the world around you. Geolocation Entertainment, experience, mobile

Sam Altman, Loopt, Inc.
Check In. Snap a photo. Browse some ratings. Write a tip. Comment on an update. Read a review. There… READ MORE Check In. Snap a photo. Browse some ratings. Write a tip. Comment on an update. Read a review. There are layers and layers of information about the place where you’re standing right now. Which ones can you see? Location-based services know where you are, and where you’ve been, and certain tools can give you a fascinating peek into the labyrinth of digital crumbs around you. Sometimes this information is extremely interesting, helping you discover a trendy new restaurant (or avoid a bad one); sometimes it’s not. But it’s there, ready to be consumed. These days, friends know where friends are going and where they’ve been. They can see the places they frequent regularly, or ones they’re trying for the first time. Friends trust the opinion of people they know, and businesses need to keep an eye on opinions shared by these connected groups. How much of this information is accessible to businesses and brands? What can be learned from the behavior of friends and strangers online? Can recommendations about places to go and things to do be made relevant based on what your friends do … Like “your friends like this place, you may too.” This panel will explore those digital crumbs and try to make sense of them. Which ones are important? Which ones aren’t? How much control should a business have over what their digital experience looks like? Which brands are doing the best? And how private is the information about where you’ve been? Accessibility branding and marketing, Location Based Advertising, mobile

Matt Curtin, SocialSmack, Inc.
An engaging discussion around social mobile networks that leverage game technology to crowdsource tr… READ MORE An engaging discussion around social mobile networks that leverage game technology to crowdsource trends like location trending, brand sentiment, brand discovery, location discovery. There has been much talk about the concept of “check-in fatigue”. So where does that leave the future of “check-in”, and is that really where the value is for the consumer and the brand/location. Or is the “check-out” and capture of sentiment and the experience really what we will find is most important in the end? Social Networking funware, mobile, social

Richard Lent, AgencyNet
Mobile is the most self aware computing platform to date. It’s location aware, time aware, context … READ MORE Mobile is the most self aware computing platform to date. It’s location aware, time aware, context aware… so why is the state of mobile advertising and app-vertising so random? Digital marketers need to take a page from the CPG industry and develop with a purpose and usage occasion in mind — such a solution would be more valuable to both consumers AND advertisers. Mobile Applications Apps, mobile, relevancy

Michael Matthews, MobileBehavior
As stores lose business to eCommerce sites, mobile could be their savior—or the nail in their coff… READ MORE As stores lose business to eCommerce sites, mobile could be their savior—or the nail in their coffin. For example, a location-based service can lead someone into a store just as a price comparison app could lead them out. Mobile is also becoming increasingly significant in point of sale decision-making. According to Compete, 40 percent of smartphone owners have called someone to get an opinion on an item they are considering purchasing while in a store. And 39 percent have sent a text and 30 percent have sent a picture of the product to solicit feedback. Consumers checking their phone before they buy something will create opportunity to influence their purchase decisions. The hope is that mobile marketing — from mobile ads to shopping apps to SMS coupons – will influence each stage of the consumer journey, increase loyalty, and also bring the benefits of online marketing (specifically measurement and metrics) to brick and mortar stores. But there is a fine line between convenient or creepy, and we’re still figuring out what works in retail settings. This panel will look at how shoppers are using their phones and how business can best leverage these mobile behaviors to their advantage. Mobile / Wireless marketing, mobile, retail

Patricia Crowell, The Agency Inside Harte-Hanks
Live whiteboard discussions with three leaders in the social-local atmosphere take us through the ne… READ MORE Live whiteboard discussions with three leaders in the social-local atmosphere take us through the next generation of localized marketing on the web. Social Commerce is happening on every street in every town. This is an engaging panel discussion with three top social commerce strategists who deliver specific technology strategies that address the local needs useful for any business (national, regional and local). Come for the insights, come for the banter or come for the enticing aroma of magic markers. Other Localization, mobile, social

Caesar Vielmas, IDEA
The craze for geo-location apps and games is sweeping the digital nation. FourSquare is increasing a… READ MORE The craze for geo-location apps and games is sweeping the digital nation. FourSquare is increasing at a rapid rate. Innovative, risk-taking local businesses and large brands are creating entries in Gowalla to increase visibility and interactivity with consumers on the go. However, marketers and agencies alike are still on the search for the silver bullet to monetize, or simply add value, in this space. Attendees from both the agency and marketing sides will learn successful strategies, downfalls, limitations, and lessons learned in the geo-loco space. Geolocation geolocation, Location-based, mobile

Cindy Royal, Texas State University – San Marcos
Emerging social media platforms offer musicians unprecedented opportunities to distribute music and … READ MORE Emerging social media platforms offer musicians unprecedented opportunities to distribute music and engage fans, often circumventing the traditional models of label deals and radio airplay. Today, it is more about creating a community around your music and engaging your fan base than major label deals and platinum sales. For some artists, fan engagement has happened organically, as a result of the quality of their music, years of touring or their innovative sound. Certain bands have always had fans that followed them from city to city, meeting other fans, sharing music and stories. New social media tools, like the location-based social networks Gowalla and Foursquare, can be used as platforms for rewarding fans for desired behaviors. Currently, these platforms are in their infancy. Their focus is evolving toward event as well as location-based check-ins. Musicians can engage these services by encouraging fans to check-in at shows, offering rewards for multiple check-ins on a tour, providing a space for fans to aggregate photos and videos, and offering a way for fans to develop their own interactions, like organizing meet-ups and creating trips. The key is engaging passionate fans wherever they are in the world via mobile devices. Co-presenting will be Jonathan Carroll, Community Manager at the Austin-based company Gowalla. Jonathan will address features of the Gowalla platform that can be implemented for musicians and fans. Music geolocation, mobile, Social Networking

Dustin Jacobsen, Barkley
In this presentation we’ll discuss the different location-based services and mobile social network… READ MORE In this presentation we’ll discuss the different location-based services and mobile social networks such as Foursquare, Gowalla, Whrrl, MyTown, Brightkite & others. We’ll review some of the successful campaigns to date and discuss the different opportunities for running campaigns including game theory, incentives, paid media, badges, loyalty programs, the various API’s available and keeping consumers interested. We’ll provide some examples for required media support, such as in-store marketing and cross-pollination of campaigns across media channels. We’ll take a look at incentive based services, such as WeReward and others whereby users receive incentives for sharing location information with their social network connections. Lastly, we’ll present our predictions for where location-based services and mobile social networks are headed during the next few years as mobile devices continue to become more powerful and the barriers to location-based services becoming mainstream. Geolocation Location-based services, mobile, retail

Tom Nawara, Acquity Group
It’s a reality that we’re living in an increasingly connected digital world, so how will always-… READ MORE It’s a reality that we’re living in an increasingly connected digital world, so how will always-on mobile, the Internet of things and multi-channel awareness impact consumer shopping of the future? What do brands and retailers have up their sleeve for the next wave of shopping? How will it become more interactive, more engaging, and how can you, the shopper, expect to connect with a brand and its products in the near future (if not right now)? Going beyond the traditional channels of today, it’s about in-store networks that push content, specials and promotions directly to your mobile device…it’s about hyper-location-aware applications that pinpoint your position in the store and direct you to where you can find that latest pair of selvage jeans in a 32 waist…it’s beyond simple catalog microsites and mobile commerce and more about socially connected, location-based “Polyvore” type functionality that allows stores to push catalog content to mobile devices so you can quickly build looks, virtually share and “try on” outfits – and buy…and it’s real-time clienteling and customer/brand engagement, with brands digitally communicating with you before your purchase, offering you the most appropriate items for you at a better price than the store across the street. Tom Nawara will leverage his deep connections with some of the top retail brands for a thought-provoking panel that discusses the digital trends that will help propel brands (and you) to the next level of shopping. Mobile / Wireless mobile, retail, Shopping

Christina Coster, CRC Productions
Everyone goes out to events. Every Friday night is an event. How do I get people to come to my event… READ MORE Everyone goes out to events. Every Friday night is an event. How do I get people to come to my event, both offline AND online? Technology has advanced to the point that people are able to interact with your event before, during and after the event – all while on the go. Are you as a brand prepared for the oncoming wave of technologically empowered individuals? How are you embracing them at your events, your competitor’s events, your partner’s events? This panel will delve into the different types of social media services that individuals and businesses planning events can rely on. Location based services and mobile apps will be heavily looked at in conjunction with more traditional social networks like Facebook and Twitter. We will show you how you can embrace and engage your audience leading up to the event by seeding information in these mobile networks as well as pulling out the metrics and analytics after the event. Events don’t just take place the day of the event. They now take place online for a duration before and after. We’ll look into all the different mobile apps you can use for your event including, but not limited to: Foursquare, Gowalla, Scvngr, Foodspotting, Whrrl, Plancast, Hot Potato and PegShot. Don’t think that only formal events are events. If you have a house party then that’s an event. This panel is for anyone who’s ever thrown a party, impromptu or formal. Geolocation Events, geolocation, Location-based services

Philip Rhodes, http://www.onetooneinteractive.com
Augmented reality and neuromarketing have been getting a lot of attention as cutting edge innovation… READ MORE Augmented reality and neuromarketing have been getting a lot of attention as cutting edge innovations that are available to brands to engage their customers and measure effectiveness. This panel will discuss ground breaking neuromarketing research that explores the difference between an AR e-commerce application vs. a traditional web based e-commerce application. The study will highlight perceptual changes, the level of neurological attention, and the post-purchase emotions that each experience yields. The study hypothesis is that e-commerce applications that utilize AR to enhance the buying experience will yield higher levels of positive engagement vs. traditional e-commerce applications. Case Study Augmented Reality, ecommerce, neuromarketing

Lynne Johnson, Advertising Research Foundation
Augmented Reality (AR), is an emerging technology that allows for digital images and information to … READ MORE Augmented Reality (AR), is an emerging technology that allows for digital images and information to be overlaid on smartphone screens or computer monitors. While still an emerging technology, many major players in retail and technology are executing successful AR campaigns that move beyond catchy 3-D graphics to deliver ROI by connecting to people’s social networks and providing clear incentives to purchase. The presenters will demonstrate how Augmented Reality (AR) provides a ‘touchstone technology’ that layers mobile commerce, social networking and location-based advertising in a seamless format for consumers and brands. This session will also cover: How brands are getting attention with Augmented Reality, How brands are seeing ROI from Augmented Reality, The multiple B2B and B2C applications for Augmented Reality, How Augmented Reality links to Location Aware Advertising and Predictive Modeling, Why Augmented Reality is not a gimmick but the future. Mobile / Wireless AR, Augmented Reality, marketing

Joshua Karpf, PepsiCo
From barcode-based social networking to mobile geosocial apps that share tips on any restaurant or b… READ MORE From barcode-based social networking to mobile geosocial apps that share tips on any restaurant or business within view of your phone’s camera, augmented reality is fast becoming an integral part of the new media experience. This panel provides an opportunity to hear from innovators in the field of augmented reality as they discuss game-changing milestones in the technology that have gotten us here and share insights into how users will adopt new augmented reality technology in 2011 and beyond. New Technology / Next Generation Augmented Reality, new technology, next generation

Lee Tone, Greene8
The basic function of the mobile app allows customers to see what they’re looking for as an AR point… READ MORE The basic function of the mobile app allows customers to see what they’re looking for as an AR point on the horizon, or be directed to the item by an AR compass. Customers simply type in what they’re shopping for on their smartphone and the app shows them where the item is in relation to where they’re standing and which way they’re facing. The app can even plot an efficient course through the store based on a shopping list prepared ahead of time. The app can be automatically customized by keeping track of customer’s purchase habits, their shopping path and their subjectivity to promotions. The app can change the way a person shops by making their experience customizable and convenient based on real-time interaction. The app is good for retailers (grocery stores, hardware stores, etc.) because it allows them to see what their customers are looking for and how they react to promotional materials and product placement. Ad space can be cultivated in the app’s digital space and ads can be personally customized to each customer based on their purchasing habits. For example, if a customer buys Wheaties every week a suggestion ad can be generated to suggest similar products like Kashi. The app uses Twitter API so that customers can tweet about deals and review certain products, “These apples look delicious and they’re only 5 for a $1.” These tweets are viewed visually with AR markers geo-located to the exact spot the customer tweeted from. Mobile Applications Augmented Reality, Geo-location, iphone

Sara Thacher, Nonchalance
There is a growing zeitgeist of artists designing real world experiences that promote a sense of spo… READ MORE There is a growing zeitgeist of artists designing real world experiences that promote a sense of spontaneity and play throughout our urban landscapes. From epic-narrative driven adventures to casual street sports, the common interests is in taking interactivity off of the monitor and into the localized, visceral realm of our own neighborhoods. A series of case studies will be presented examining how new communities are being cultivated through these emergent forms of entertainment. The movement will be examined from a diverse range of perspectives including; Pervasive Play, Chaotic Fiction, Situationist and Performative Arts, Civic Engineering, Public Space Exploration and Reclamation. Experience-based examples will be presented from different applications (Automated Environments, Mobile Apps, Geocaching, LARPing, ARGs, Street Art, etc) and international scenes such as the Come Out & Play Festival, Hide & Seek Festival, ARG Fest-O-Con, Urban Playground Movement, and Open Engagement Conference. Presented by Sara Thacher and Jeff Hull of Nonchalance, a hybrid arts consultancy with an expertise in Situational Design. Their mission is to provoke discovery through visceral experience and pervasive play. Visual Design art, Game Design, Geo-location

Tasso Roumeliotis, Location Labs
Smartphones are everywhere. The market penetration of these devices is growing by leaps and bounds. … READ MORE Smartphones are everywhere. The market penetration of these devices is growing by leaps and bounds. One of the unique characteristics of smartphones is that they allow for “background processes”. From the perspective of geolocation, this means that phones can be tracked in the background nearly all the time. With ubiquitous and persistent mobile geolocation comes opportunity. If you know where someone is at all times, you can automatically trigger certain actions based on their location or even their crossing of a geographic boundary. Why is this valuable? In particular, if an end user is sent a coupon to their phone, how do you know if they “convert”. A pretty good indication would be if they walked into the store associated with the coupon. We call this a “physical click-through”. What if a user checks-in to a venue via a social game like Foursquare or Gowalla. Does the number of check-ins alone measure customer loyalty? Probably not. What if you could measure how long the end user stayed at the venue and check them out automatically when they left? Now you know that they checked-in and stayed for 1 minute or two hours. Geofencing is what makes the physical click-through and the automatic check-out possible. Want to learn more? This session is a must see… Geolocation Geo-location, geofencing, Mobile Apps

Jason Finkelstein, Location Labs
LBS is still a highly relevant subject and given that people are still curious and learning about LB… READ MORE LBS is still a highly relevant subject and given that people are still curious and learning about LBS, there’s an opportunity for another LBS 101 session targeted towards beginners in the space, but this time we can dig a little bit deeper. Some of the topics I will address include: (1) Locating feature phones vs. smartphones — can all phones really be located commercially? How? What are the differences between locating different kinds of phones from a technology standpoint, a privacy standpoint, a functional standpoint? (2) The economics of locating phones — what does it cost? How are wireless carriers and handset manufacturers involved? How are advertisers involved? (3) Types of LBS apps — are downloadable iPhone/Android apps the only LBS apps? What about SMS and voice apps which have a far greater addressable market and potential for ubiquitous usage? (4) LBS app use cases — what are some compelling LBS use cases besides the obvious mobile advertising / marketing ones, e.g. fraud detection, roadside assistance, gaming compliance, security, etc. (5) The future of LBS — who’s using LBS today and who will be using LBS in the coming months/years? With always-on location becoming more pervasive, what new and compelling services will we see? (6) Privacy — how much transparency do end users have when sharing their location? What incentives are being offered to end users to share location constantly? Geolocation Geo-location, LBS, location-based technology

Joshua Karpf, PepsiCo
Technologies are simultaneously making things more global (transnational media flows via the interne… READ MORE Technologies are simultaneously making things more global (transnational media flows via the internet, World Cup fever across social media, international commerce) and more local (geolocation, Google Street View ). What does this mean for communication, cultures, media, and brands? Are the borders of the “nation” being redefined online? Is anything truly local or global or are these terms still relevant? This panel provides an opportunity to hear from a range of voices grappling with these issues, from developers to anthropologists, and get their insights on how digital tools are helping to redefine how we view and interact with each other around the world and come to understand our place within it. Community / Online Community community, Culture, Geo-location

Zach Saul, Retronyms
The location-based services market has recently expanded from location-based utilities into the loca… READ MORE The location-based services market has recently expanded from location-based utilities into the location-based entertainment space, and this emerging market provides fertile ground for experimentation with new business models. Foursquare and Gowalla have demonstrated a promising potential business model around competitive check-ins and offers in a location-based social network, but this is just the beginning of the opportunities. There are many other potential business models, including sales to users, virtual goods, technology hosting, location-based advertising, technology licensing and brand promotions. This panel will bring together experts from varied backgrounds to discuss each of these potential business models. Panelists will include developers of geogame technology and their customers: advertisers, technology licensors and brand marketers. The conversation will focus on the business models that the developers see as viable and on the needs of these big customers. We’ll make sure to cover both current and emerging business models, and everybody will make their predictions about the next big thing! Entrepreneurism / Monetization geolocation, GPS, LBS

Simon Salt, Incslingers
Social Location Marketing is the latest in a long line of Social Media “shiny new objects” but is it… READ MORE Social Location Marketing is the latest in a long line of Social Media “shiny new objects” but is it really relevant to marketers? Can they convert Checkin’s to cash? Which platforms work best for which markets and how does all this sharing benefit the customer? Attendees will leave knowing why they should be including this in their marketing mix, how to construct a scalable Social Location Marketing campaign and where all this is likely to go next. Geolocation Social Location , Social Location Marketing, Social Location Sharing

Eric Singley, Yelp
Local search as we once knew it has been redefined. Today consumers are increasingly relying on loca… READ MORE Local search as we once knew it has been redefined. Today consumers are increasingly relying on location based mobile apps to discover what’s around them. What does this shift in user behavior look like and how are small business owners leveraging these channels to attract new customers. The land grab for mindshare and a piece of the estimated $130+ billion local ad market* has been fast and furious. Product gurus from Foursquare, Twitter and Yelp sound off on what type of engagement they are seeing from both consumers and small businesses. (*BIA/Kelsey’s Local Media Annual Forecast, Feb 2010) Geolocation local, Mobile Consumers, small business

Keith Lee, Booyah
As day-to-day activities become more steeped in the virtual world, more consumers are beginning to s… READ MORE As day-to-day activities become more steeped in the virtual world, more consumers are beginning to see a “gamification” of real life. This digital shift is the gateway to fully realized social worlds that integrate real-life elements, accessible at any time, even on the go. Suddenly, people are everywhere, literally, checking-in at real-life locations and broadcasting the results to online social networks, to friends and beyond. What kind of virtual rewards can marketers provide to incentivize the check-in? In this presentation, Keith Lee takes advertisers and marketers on a wild ride through new interactive experiences, exploring how social and mobile networks are bringing innovative and entertaining new experiences to consumers and marketers alike. Gaming on Mobile Devices geolocation, location-based apps, mobile check-in

Jeremy Vanderlan, AIDS.gov/ICF International
Location based services are increasingly important, especially when it comes to accessing health inf… READ MORE Location based services are increasingly important, especially when it comes to accessing health information and services. Over the past year and a half, AIDS.gov, a program of the U.S. Department of Health and Human Services, Office of HIV/AIDS Policy, has been collaborating with other Federal agencies (CDC, HUD, SAMHSA, among others) to develop an HIV/AIDS prevention and service locator. This new tool combines key Federal HIV/AIDS programs such as HIV testing, mental health services, health centers, substance abuse clinics, and housing services. Each of these programs is run by a separate agency and pulls information from a wide range of sources. Beyond addressing what it took to get each agency to collaborate and push their data in a consumable format, this presentation will focus on the steps AIDS.gov took to create this locator service. We take a technical approach to discuss the GeoRSS standard, how we built the service using mostly JavaScript, and how we pushed this service to mobile, standard web, and native application platforms. We will also talk about the iterative design and development process, and we tie it all together with the big ticket: the sweet spot of location, mobile, and health. We cover it all, location, Health IT, and Gov 2.0. Geolocation Government and Technology, Health

Guest Post from August 16th by:James Adams is a tech analyst who works at an ink supplies store based in England where he covers the latest news in tech, writes reviews of items such as the Epson T0715 and, when he finds the time, posts about design and the media on their blog.

If you want to find that perfect place, you don’t need to look any further than your iPhone. There are many location based applications which will help you to find the best nightclubs, bars and restaurants right in your home town. Here are ten of the best applications to help you discover the treasures in your own neighborhood.

Foursquare is a social networking game which lets you use your neighborhood as the playing field. Compete to be Mayor, earn some badges and learn about some of the hidden jewels of your city with Foursquare. Create your profile and let the world know about the best bagel shops in the city. Some businesses are catching Foursquare fever and offer discounts to their Foursquare patrons.

Take your love of great food to the streets with the Urbanspoon application. You have a wide variety of cities from which to choose. You have the best places to eat, coupons and variety at your fingertips when you download the Urbanspoon application. Looking for that great Ethiopian restaurant? Urbanspoon has it.

Leave your mark on the city’s best venues with Loopt. You can get real world rewards like free music and special offers when you use Loopt. You can also receive Zagat ratings and share updates with your friends about new places that you discover. You can sign in and chat with your friends and neighbors.

This is another great location based social networking tool. Tell people about the new bookstore that you discovered behind the auto parts place. Rave about the fried cheese platter that you found at that hole in the wall Greek place last week. Add the places that you want, let your friends explore the best that your city has to offer.

With the Where app, you can find Yellow Pages information, movie show times and news headlines. You can discover more about the traffic and the weather that is affecting your area. You have access to other information like gas prices and Zip car locations. This application is great for people who need information while they are traveling.

Learn about all of the happenings and keep up with your friends using BrightKite. You can coordinate your posts with your Twitter feeds. You have a great opportunity to talk with different people who are on the network. You get to create a customized network which lets you in on all of the great places in the area.

You can do many things on Whrrl. Their goal is to remove any barriers between you and the physical world. You recommend activities and places to go. You are also responsible for creating societies which are devoted to various endeavors. If you do not see one, create your own. You can create your stories and connect your cameras on Whrrl.

Find new friends and learn about your local world through these mobile device applications. Put one on your phone and see how well it works. You might just find a new business to frequent.

James Adams is a tech analyst who works at an ink supplies store based in England where he covers the latest news in tech, writes reviews of items such as the Epson T0715 and, when he finds the time, posts about design and the media on their blog.